The Human Race

Insights @ Nike

Nike put on the World’s Largest Running Event ever: The Human Race. 850.000 runners in 25 cities around the world, participated and connected to Nike by logging into nikeplus.com. Oxyme provided insights in the immediate raw and uncensored online reactions to the Human Race.

What we did

Oxyme analyzed consumer statement, pictures and movies that appear online pre and post race. We searched in 4 countries and provided a benchmark to Nike of the volume sentiment and topics about the race. Using this rich data we delivered 4 reports for Nike to assess the effects of the event on the Nike brand, distinguish between fanatical and more recreative runners. Oxyme could effectivly chart the sentiment and topics per city enabling Nike to get a detailed view of the opportunities for next years events.

Questions answered

Did people like the concept ?
How did sentiment develop pre post race ?
What race issues /improvements did people talk about in different cities ?
Which marketing actions where most effective in raising awareness and creating involvement ?
Did Nike come across as an authentic running brand ?

Actions

Nike+ used the information in different ways. The effects on the Nike brand were determined and area's of improvement for future events were identified. Using detailed analysis of user comments Oxyme was able to pinpoint the online key influentials talking about the human race.